Alcatraz: Designing for the Future of Rock Solid Authentication

Transforming for what’s next: 

A brand is more than just a name or a logo—it’s a distinct promise, vision, and an identity that sets a company apart. Since our inception, Alcatraz has been at the forefront of revolutionizing physical access control. We are headquartered in Cupertino, California—a Bay Area company—and from the start, we aspired to create rock-solid biometric access control solutions. That vision became a reality with our product, Rock X—a privacy-preserving, enterprise-grade facial authentication device that blends seamlessly into daily life while protecting what matters most.

Today, we take a step forward with a refreshed brand identity that embodies our commitment to enabling effortless access to secure spaces. 

 A name that reflects our growth

We are dropping “AI” from our name to become simply Alcatraz. When we first launched our company, "AI" was an essential part of our name that distinguished us from legacy biometric facial recognition companies. Since then, the use of AI has proliferated across industries, and while AI remains a core part of our authentication approach, we are much more than just an AI company. Our solutions are about security, privacy, and convenience—all working together to deliver rock-solid authentication. This change reinforces our focus on the bigger picture: transforming how people move through secure spaces effortlessly.

Finally, a core element of our brand promise is that we simplify what is otherwise traditionally hard; for example, our solutions natively integrate into our client's existing infrastructure. Extending upon this concept of simplicity, further supports our decision to simplify our brand name by dropping the ‘AI’. 

Our new logo designed for the future

Our new logo is a bold and modern evolution designed for the future. It reflects strength, trust, and innovation, embodying the three core pillars that define Alcatraz:

• Security – The foundation of everything we do.
• Privacy – Protection without compromise.
• Convenience – A seamless, frictionless experience.

The logo’s triangular shape symbolizes both strength and stability, inspired by one of the strongest architectural forms. It also subtly references the “A” in Alcatraz, reinforcing our brand’s heritage while propelling us forward.

With our new logo, we’re further accentuating our signature orange—a color that represents the energy, enthusiasm, and innovation that defines the Alcatraz team. Every day, our team pushes the boundaries to create and enhance technology that transforms how people move effortlessly through physical spaces. Orange is bold, modern, and instantly recognizable. 

The sleek, dynamic elements in our new icon reflect movement and fluidity—representing our focus on making security effortless and keeping people moving securely and seamlessly.

Elevating the way you move: 

Alcatraz is reimagining how people access and move through the physical spaces that matter most by creating safer, more intuitive, and rock-star-like experiences. Our refreshed brand identity represents our commitment to delivering these elevated access control experiences to our Fortune 500 companies and global leaders in data centers, corporate campuses, critical infrastructure, and enterprise environments.

Welcome to the new Alcatraz, let’s rock.